avVenta: Improves User Experience and Website Performance for Subaru

In 2011, the Carmichael Lynch Team partnered with avVenta, now a part of Accenture Interactive, to significantly improve the user experience and site performance for one of their major automotive clients, Subaru.

Originally the site was developed in a way where each page would load all of the information upfront. This implementation approach led to long load times, unnecessary serving of content and embedded links that would drive visitors out of the intended section.

After a complete analysis, avVenta, now a part of Accenture Interactive, led the site refresh by using asynchronous requests and leveraged the latest HTML5/JavaScript technologies. The implementation decreased the upload times while improving the overall user experience across the site. This approach made it easier for visitors to browse and navigate through the site with less clicks and quicker access to Subaru purchasing tools. One of which was the vehicle-shopping tool that allowed visitors to request a quote, schedule a test drive and complete a vehicle comparison. In addition to these changes, the team was keenly aware of how important it is to connect to the consumer through mobile device web browsing. The developers then optimized the mobile experience by implementing a solution that served the same content for tablets and a range of mobile device operating systems. This was accomplished by reformatting the content using HTML5/CSS3 techniques and technologies.

As a result of this solution, the website moved from 15th to 2nd place on the Keynote Automotive Index.